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Principal, Communications & Audience Strategy
Company | Macy's |
Address | New York City Metropolitan Area, United States |
Employment type | FULL_TIME |
Salary | |
Category | Advertising Services,Online Audio and Video Media,Retail |
Expires | 2023-07-26 |
Posted at | 10 months ago |
About
Macy's is the largest NYC based digital retailer and has driven more than ten consecutive years of double-digit growth. We’re building a new type of customer-centric shopping experience - at the intersection of content, commerce, and technology - to help customers find and buy products they love.
Do you want to collaborate with a smart and talented team in a fun work environment? This is a unique opportunity to join an established company that is investing in development and growing digital business at scale. Gain first-hand experience defining the future of online and physical commerce. With a constant influx of exciting and challenging problems to solve - you'll never have a boring day at the office. We also offer many roles with the freedom to build and lead a team. Join Macy’s Digital to grow your career and help shape the future of an iconic brand.
Job Overview
In partnership with the Senior Director, the Communications & Audience Strategy Principal will –
- Translate business priorities into media strategy and investment recommendations that drive measurable brand lift & bottom-line efficiencies.
- Translate customer priorities into audience segmentation & activation strategies that drive measurable media attributed customer outcomes.
- Work with customer strategy, measurement, and analytics teams to uncover performance trends and unlock opportunities for improvement through recommended enhancements and plans.
- Design and build customer-based longitudinal audience strategy inclusive of activation workflow and channel specific implementation (i.e., digital & traditional media, CRM, and loyalty).
- Lead and identify new processes and innovative programs opportunities that align with the Macy’s brand while driving retail innovation.
Key Accountabilities
- Media strategy & investment planning –
- Project manage initiatives through the concept, pitch meetings, design, and development process.
- Own and lead knowledge sharing discussions with key stakeholders and senior leadership team on all programs.
- Working closely with Brand, Merchant & Corporate Strategy teams, design and ignite new programs, ideas, ways of working within the Macy’s ecosystem.
- Develop a strategic roadmap for innovation investments and explorations.
- Assess available 1P data and provide strategic audience build recommendations to communications planning (peer group) and activation teams.
- Develop definition of addressable audiences and campaign specific target variation.
- Create scalable, repeatable structures for planning, execution, and measurement across multiple initiatives; define and enhance ways of working to best leverage in-house and agency-led expertise.
- Advise on best opportunities to create or participate in any Metaverse and Web3 projects.
- Consult on multi-touch attribution and marketing mix models to optimize channel mix, spend, flighting and return on ad spend.
- Work with analytics and data science to define performance metrics, marketing reports, executive dashboards, and measurement requirements.
- Drive innovation & newness –
- Audience strategy –
- Link business strategy to communications strategy and optimal media investment recommendations.
- Work with measurement and analytics to set learning agenda, develop tests to gather learnings with the intention to discover opportunities, find efficiencies, and reduce overlap.
- Lead the development and implementation of benchmarking and measurement standards to improve tracking of campaign effectiveness.
- Map existing and design new communication strategies based on insights and marketing technology capabilities.
- Help internal teams think holistically for how available data and technology can best support insight, targeting, media and campaign goals.
Core Competencies
- Strong business acumen.
- Excellent verbal and written communication skills, including the ability to produce high-quality decks and present with confidence to senior marketing leaders.
- Understands big picture but will sweat the details.
- Ability to translate a combination of large, disparate data sets into strategically focused storytelling connected to brand objectives.
- Passion for process mapping and structured analysis with an ability to take complicated processes or workflows and make them clear, clean, and easy to follow.
- High risk tolerance and aptitude for experimentation; ability to articulate risk and explain emerging industry dynamics.
Skills Summary
- 7+ years developing large-scale brand communication, business development, media strategy and activation plans.
- Experience in channel mix planning and optimization, tactical media planning, and measurement.
- Will have proven leadership abilities.
- Will have a baseline understanding of ecommerce: site operations, taxonomies, team structures, workflows, marketplaces, media networks, etc.
- The most-qualified candidate will have –
- Marketing/Communications Business degree; advanced education preferred (e.g., MBA)
- Management consulting experience
- Experience with CDPs, people-based audience platforms, and leading media attribution and media mix modeling is a plus.
- Experience designing, building and leading customer-based marketing initiatives and campaigns.
New York, NY, United States
Full time Schedule
$110,760K-$184,680K
Annually*
* based on job, location, and schedule.
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